Táticas de arremesso na gestão de marcas: um estudo de caso sobre o sucesso da marca Angry Birds

Abstract

This study has as main objective to investigate the branding tactics developed by organizations that own a better positioning of its products brand than their own. The importance of this theme is given by the social issues related to the perception of consumers on the brands which they daily consume. The good construction of brand identity, so as the consistence of a good brand portfolio, has a crucial value for any organization positioning against such a competitive market. To know how to take advantage of the big success of an endorsed brand rendering this one to a endorser brand is an important tactic on the branding task. In that way, this study tries to investigate which branding tactics were used by Rovio Entertainment to manage the Angry Birds’ brand and Rovio's itself. For a theorical reference, this study developed a bibliographic research about branding identity, architecture and construction, besides notions of apps distribution, smartphones usage (and its related systems) and how to construct brands on the web. A case study about the Angry Birds’ brand and Rovio’s brand was used as methodology, collecting primary and secondary data to present organizational information and decipher the consumers’ perception about both brands. The collected results indicate the hypothesis in which Smartphone’s consumers indeed know the app's brands that they consume, and their producers, just like Rovio, develops branding tactics to use the prestige of a product’s brand to drive its own brand to consumers. Future researches about other apps, and interviews with producers like Rovio, indicates the need to obtain more information, collected by formal direct observation, to validate the hypothesis in discussion.